"McDonaldization" is, according to George Ritzer, a process of rationalizing many aspects of the contemporary social world.
The principles of efficiency, calculability, predictability, control over uncertainty, and the substitution of humans by machines seem to mediate and organize a range of social relations and practices.
From third-wave work to education, from tourism and consumption to the Internet, Ritzer examines examples of social practices, experiences, relationships, and structures that undergo the process of rationalization, highlighting the extent and depth of the so-called "McDonaldization," as well as the irrational phenomena it generates.
Structures and practices that appear to promote creativity, freedom of movement, variety of choices, and randomness, such as the Starbucks experience, the e-commerce platform eBay, social media, and user-generated symbolic content, are critically examined for their true degree of freedom and randomness.